When writing B2B texts, it is important to define the target group right at the beginning. Who is the text intended for? Further text work builds on this. Every target group has different needs to take into consideration when writing.
Wording – it has to be crisp!
Texts in the B2B area require a professional tone as they typically address managers, managing directors or other decision-makers. Flowery language or nested sentences are therefore out of place. In addition, time is of the essence for this group which values a succinct, pared-down communication style.
Who do I want to reach?
In the B2B sector, a number of different target groups are often addressed in a single text. Although a manufacturer of solar panels has completely different needs than the operator or the investor, the requirements and perspectives of each group must be reflected in the text. The writer’s job is to craft compelling copy that speaks to these differences and addresses the diversity of needs.
Structure – clarity is required!
B2B communication demands a simple, clear structure. Paragraphs and highlighted headings signal at a glance what information is being shared: Which product is it? What are my advantages? And why should I buy that here?
Dividing the text into precisely these subject areas – overview, advantages and purchasing rationale – enables the reader to scan the text quickly and glean relevant information. Keyword lists with bullet points or the use of pictures or graphics are effective orientation aids as well.
Emotions and needs – convince me!
Although decisions in the B2B area are seldom explicitly made on an emotional level, manufacturers, dealers or suppliers must be convinced that their needs will be met. Skilled writers with the right approach can help get this message across.
For example, by describing “success situations” writers tap into their audience’s aspirations and underscore the advantages of purchasing the product or using the service. Call-To-Actions (CTAs), make it easy for corporate customers to interact with the potential supplier by scheduling a meeting, speaking to a consultant or requesting more information. Additional materials offered free of charge, such as white papers, FAQs, reference cases or brochures can also be useful. All of these techniques convey the message that the service provider or supplier is accessible, knowledgeable and values its customers.
SEO – find and be found
As the primary means of ensuring that readers and texts cross paths, SEO (Search Engine Optimization) cannot be ignored. This refers to measures that secure web content an advantageous place in the organic search engine ranking. Keywords and meta descriptions are indispensable tools for achieving a high ranking and delivering texts to their targets.